11/01/16

Sense’s John Frieda campaign makes top five projection mapping stunts

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Event Magazine has named one of Sense’s 2015 campaigns in its choice of the best projection mapping marketing projects.

The innovative real world activation took place in February last year to mark the launch of the new Frizz Ease Forever Smooth Anti-Frizz Primer. It transformed the Oxo Tower, one of London’s most iconic buildings, by projecting TV personality Millie Mackintosh on the structure, styled as fairytale character Rapunzel.

The former Made In Chelsea star played her fairytale part by freeing her locks from the top of the OXO Tower, before a 3D projection mapping display engulfed the building with John Frieda branding and key messaging about the new product.

Experiential agency Sense London devised and executed the activation, while Projection Artworks was responsible for the mapping production.

Louise Yankovic-Jenkins, senior product manager at John Frieda, said: “Our brief to Sense was to create an experientially spectacular yet premium PR piece and their first response was exactly what we were looking for. The biggest challenge was to turn it around in four weeks; we knew it was a big idea, but they convinced us it could be done and the execution has been flawless.

“This was the first time we have worked with Sense and we are looking forward to creating more exciting campaigns with them in the coming months.”

Watch the launch below.

Click here to read the full article in Event Magazine.

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